This international best-selling book explores the revolution in marketing that focuses on the experiences of customers. Moving beyond the traditional "features-and-benefits" marketing that was developed by marketing scientists for the industrial age, Schmitt presents a revolutionary approach for the branding and information age. Schmitt shows how managers can create experiences for their customers through sensory, affective and creative associations as well as lifestyle and social identity campaigns.
Schmitt, Bernd. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press, 1999.
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